For your initial essay, deconstruct a brand’s meaning using all of the elements of brand strategy shown in Figure 11.4, the brand identity planning model. Specifically, describe the type of brand purpose and brand share, how you see the brand as offer, person, symbol, organization, and/or platform, and how the brand’s identity imprint reflects its offer in the market. Be sure to explain why you believe as you do about the brand’s meaning. For instance, if you are explaining the brand as a symbol, identify the signs that supported your interpretation of brand meaning.
Explain your answer in an essay of 500-1000 words (and you may include images if useful to support your claims and main points). Remember to cite your sources using APA format.
Essay Discussion Rubric
Essay Discussion Rubric
Criteria
Ratings
Pts
This criterion is linked to a Learning OutcomeComprehension30 points
30to >27.0 pts
Exemplary
Develops an initial post addressing the assignment with an organized, clear point of view or idea using rich and significant detail that expresses understanding and mastery of the module content (100%).
27to >21.0 pts
Proficient
Develops an initial post that addresses the assigned prompt with a point of view or idea using appropriate detail that suggests module content was comprehended (90%).
21to >0.0 pts
Needs Improvement
Develops an initial post with a point of view or idea that addresses the assigned prompt but with some gaps in organization and detail that suggest module content was not mastered (70%).
0 pts
Not Evident
Does not develop an initial post relevant to the assigned prompt with an organized point of view or idea; Initial post does not show understanding of module content (0%).
30 pts
This criterion is linked to a Learning OutcomeCritical Thinking20 points
20to >18.0 pts
Exemplary
Provides logic, reasoning, and references to support opinion; elaborates with details based on personal experience and reading of secondary source material (100%).
18to >14.0 pts
Proficient
Draws informed conclusions that are justified with evidence from reference material (90%).
14to >0.0 pts
Needs Improvement
Logical conclusions are stated but lack support in the form of examples and evidence based on reference sources (70%).
0 pts
Not Evident
Does not draw logical conclusions; provides no details or logical support (0%).
20 pts
This criterion is linked to a Learning OutcomeWriting and Mechanics20 points
20to >18.0 pts
Exemplary
Good grammar; minimal to no spelling errors; generally well written and communicated in a professional manner; APA formatted references provided (100%).
18to >14.0 pts
Proficient
Generally well-written in a professional manner but with some typographical, spelling, grammatical, and/or referencing errors that do not harm reader’s comprehension (90%).
14to >0.0 pts
Needs Improvement
May contain grammatical, spelling, typographical, and/or referencing errors, so as to interfere somewhat with the reader’s comprehension (70%).
0 pts
Not Evident
Grammatical, spelling, typographical, and/or referencing errors are significant (0%).
20 pts
This criterion is linked to a Learning OutcomeEngagement20 points
20to >18.0 pts
Exemplary
Highly engaged with 3 or more threads contributed; a valued member of the discussion; Contributes meaningful and relevant, substantive replies that extend course understanding of concepts (100%).
18to >14.0 pts
Proficient
Meets minimum requirement plus replies are relevant and meaningful (90%).
14to >0.0 pts
Needs Improvement
Meets minimum requirement for base participation; Provides responses that are superficial in nature (70%).
0 pts
Not Evident
Does not meet minimum requirement for discussion participation (0%).
20 pts
This criterion is linked to a Learning OutcomeTimeliness10 points
10to >9.0 pts
Exemplary
Submits on time, prior to deadline (100%).
9to >7.0 pts
Proficient
Submits on time, prior to deadline (90%).
7to >0.0 pts
Needs Improvement
Submits initial post one day late (70%).
0 pts
Not Evident
Submits initial post two or more days late (0%).
10 pts
Total Points: 100
Textbook Readings
Tuten, T. (2020). Principles of Marketing for a Digital Age. Sage Publications.
Chapter 10: Extending Value: People, Process, and Presence in the Customer Experience
Chapter 11: Maintaining Value: Branding and Brand Management
